These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
BANK OF SCOTLAND MORTGAGES DIRECT
Complaint from: Staff Intervention
Background
During routine monitoring of Bank of Scotland commercials offering mortgages, the ITC found that superimposed text carrying consumer protection information was not held on screen long enough to meet its guidelines. The ITC also judged that the text was not large enough to be legible.
The agency pointed out that early versions of the advertisements had been rejected by BACC because the text was too small. It had therefore been made larger and the commercials were then approved by BACC.
Assessment
The ITC required the advertising to be removed and notified the BACC that the standard of legibility applied in this case had been insufficient.
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